Project Background
Xijiu Company is located in the core production area of world-class sauce-flavored baijiu, along the Chishui River. Since its establishment in 1952, it has gone through 68 years of development. Xijiu Company held nearly 30 sessions of the 'Junpin Xijiu · Elegant Banquet Across Nine Provinces National Tour' in multiple provinces. The tour adapted three famous paintings to integrate Junpin Xijiu into the artworks, attracting widespread social attention, with total online readership exceeding 900,000.
The tour visited 9 cities with over 30 sessions in total.
Services Provided
The Tuoyuan team provided full event execution services for this tour, covering stage space design, on-site construction, process coordination, material production, and on-site operations management. The team combined exhibition display and event execution capabilities to ensure each session accurately presented the brand's tone.
Execution Highlights
A 400-square-meter P2 ripple-free screen, with three screens creating an ultra-large immersive scene.
'A Thousand Li of Rivers and Mountains' expresses the origin, development, spread, and expansion of Xijiu, hiding the ten-li wine city in the magnificent mountains, and turning Junpin Xijiu into ripples that melt into gentle waves.
'Along the River During the Qingming Festival' is a record of worldly life, with wine shops, wine flags, and wine lovers everywhere, which is also the original intention of Junpin Xijiu brought to the nine provinces.
'The Orchid Pavilion Gathering' is an eternal spiritual aspiration and sustenance for Chinese gentlemen. Junpin Xijiu is transported back a thousand years through technology, and the famous painting is unfolded before your eyes.
The tour designed an exclusive 'Eight Scenes of the Front Hall'.
The registration area combined elements beloved by literati, such as mountains, bamboo groves, and flowing water, with Xijiu.
The front hall integrated Xijiu's logo with elements like mountains, bamboo groves, and flowing water for guests to take photos.
The Junpin Xijiu display area allowed guests to closely appreciate the appearance of Junpin Xijiu.
An antique Xijiu display cabinet, with performers playing the guzheng in front for guests.
Guests could sit at the table to learn about Xijiu Company and the history of Xijiu.
Guests could learn about the unique natural resources of the Xijiu distillery area, decorated with red sorghum.
Guests could learn about Xijiu's brewing process and craftsmanship spirit.
The photo wall featured a hollow-out design, allowing guests to take commemorative photos.
The main KV was high-end and elegant, matching the market positioning of Junpin Xijiu.
The dinner opening short film set the stage for the subsequent program.
The review video played on site reviewed Xijiu's achievements from the previous year.
The product introduction film produced for Junpin Xijiu showcased its craftsmanship and highlights.
Performers dressed in traditional Chinese attire sang and danced.
The 'Boiling Wine and Talking Junpin Across Nine Provinces' session invited literati and media professionals from various fields to support the brand communication of Junpin Xijiu from a cultural perspective.
Professional models showcased Junpin Xijiu in a catwalk presentation.
On-Site Presentation
A 400-square-meter P2 ripple-free screen, with three screens creating an ultra-large immersive scene.
'A Thousand Li of Rivers and Mountains' expresses the origin, development, spread, and expansion of Xijiu, hiding the ten-li wine city in the magnificent mountains, and turning Junpin Xijiu into ripples that melt into gentle waves.
'Along the River During the Qingming Festival' is a record of worldly life, with wine shops, wine flags, and wine lovers everywhere, which is also the original intention of Junpin Xijiu brought to the nine provinces.
'The Orchid Pavilion Gathering' is an eternal spiritual aspiration and sustenance for Chinese gentlemen. Junpin Xijiu is transported back a thousand years through technology, and the famous painting is unfolded before your eyes.
The tour designed an exclusive 'Eight Scenes of the Front Hall'.
The registration area combined elements beloved by literati, such as mountains, bamboo groves, and flowing water, with Xijiu.
The front hall integrated Xijiu's logo with elements like mountains, bamboo groves, and flowing water for guests to take photos.
The Junpin Xijiu display area allowed guests to closely appreciate the appearance of Junpin Xijiu.
An antique Xijiu display cabinet, with performers playing the guzheng in front for guests.
Guests could sit at the table to learn about Xijiu Company and the history of Xijiu.
Guests could learn about the unique natural resources of the Xijiu distillery area, decorated with red sorghum.
Guests could learn about Xijiu's brewing process and craftsmanship spirit.
The photo wall featured a hollow-out design, allowing guests to take commemorative photos.
The main KV was high-end and elegant, matching the market positioning of Junpin Xijiu.
The dinner opening short film set the stage for the subsequent program.
The review video played on site reviewed Xijiu's achievements from the previous year.
The product introduction film produced for Junpin Xijiu showcased its craftsmanship and highlights.
Performers dressed in traditional Chinese attire sang and danced.
The 'Boiling Wine and Talking Junpin Across Nine Provinces' session invited literati and media professionals from various fields to support the brand communication of Junpin Xijiu from a cultural perspective.
Professional models showcased Junpin Xijiu in a catwalk presentation.
Project Summary
This tour was a successful practice of the Tuoyuan team in the field of event execution. The team combined exhibition construction experience with event execution coordination capabilities, providing complete on-the-ground services for the brand, from spatial design and stage presentation to on-site process management. The tour not only effectively conveyed the cultural connotation of Junpin Xijiu but also demonstrated the Tuoyuan team's comprehensive execution capability in large-scale touring events.